McQueen’s Year of the Horse
by Adriano Batista
McQueen has released a campaign for the Lunar New Year, celebrating the Year of the Horse. The focus is on an emotive shift and collective energy.
The campaign is set in Shanghai. It follows a group of seven individuals, exploring their bond and shared values. This synergy is meant to reflect the brand’s own attitude of uncompromising beauty. The group gathers for a family portrait, a timeless tradition to mark the New Year.
The clothing shown is from the Spring Summer 2026 Pre-collection. The pieces create a clash between tradition and modernity. There is heritage-checked wool paired with leather and light-refracting jewellery. Textures are rich, mixing anatomical embroideries, suede, polished metal, and crystals.
Check it out below:
The collection is available to purchase now in stores and online.
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